Hemp ingredients, mainly in the form of oils, powders, and seeds, can be found in a wide range of food products, including ice cream, salads, milk, and even cereals for children. This versatile plant is incorporated into over 25,000 different items, spanning automobiles, furniture, paper, building materials, and clothing. In 2016, sales reached $688 million, as reported by Vote Hemp and the Hemp Business Journal, marking an increase of more than $100 million compared to the previous year. Notably, the food sector saw a remarkable 44% surge in sales, totaling $129 million, suggesting significant potential for growth. Additionally, hemp-derived cannabidiol (CBD) is anticipated to evolve into a billion-dollar industry by 2020, according to a report from the Brightfield Group.
Nevertheless, there are regulatory challenges and other obstacles hindering the broader acceptance of hemp-based food products. The plant is often mistakenly linked to marijuana, despite containing significantly lower levels of THC, the compound responsible for altering perception and physical sensations. Furthermore, educating the public about the health benefits of hemp has proven to be a challenge. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp appeals to health-conscious consumers eager to eliminate sugars, trans fats, and artificial ingredients from their diets.
Increased consumer exposure to hemp-infused products is likely to foster greater acceptance. If the ingredient demonstrates efficacy in enhancing gut health, as Phivida claims, it could lead to heightened consumer demand. However, it remains uncertain whether bottled iced tea is the optimal method for introducing the health benefits of CBD to the public. Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan, but it may take time to gauge sales performance. The company emphasizes that its beverage is vegan, non-GMO, soy-free, gluten-free, and adheres to Good Manufacturing Practice standards, all produced in the U.S. If these appealing attributes resonate with consumers and the health claims prove valid, Phivida could achieve a successful product launch, potentially attracting the interest of major tea brands like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds alongside other superfood ingredients. While anecdotal feedback has been “very positive,” according to Kris Patton, a spokesperson for General Mills, she refrained from discussing any prospective hemp-related food innovations, stating, “We don’t talk about future product innovation.”
Large food manufacturers have not rushed to incorporate hemp into their offerings, resulting in a predominance of hemp-related sales among smaller companies. However, as more players enter the market and new products like hemp-infused iced tea become available in retail, this landscape could change rapidly. Additionally, the inclusion of beneficial compounds like calcio citrate in hemp products may further enhance their appeal, promoting healthier dietary choices. As consumer awareness grows and the market expands, the presence of hemp in food could become more commonplace, paving the way for future growth in this dynamic industry.